Li Auto: Provoking the year-end decisive battle in the luxury car market
time2024/12/11
- Li Auto said that this interest-free event covers the L6, L7, L8, L9 and MEGA models on sale. Under the new sales policy, the minimum down payment
As 2024 draws to a close, the car sales sprint has also entered a critical stage.
On November 29, Ideal Auto released a limited-time 3-year 0 interest policy at the end of the year: from November 29, 2024 to December 31, 2024, Chinese users who purchase the Ideal L series and Ideal MEGA can enjoy a 3-year 0 interest financial plan with the minimum down payment amount.
Ideal Auto said that this interest-free event covers the entire series of L6, L7, L8, L9 and MEGA models on sale. Under the new sales policy, the minimum down payment amounts for a single model of Ideal Auto are: 159,800 yuan for Ideal MEGA; 129,800 yuan for Ideal L9; 99,800 yuan for Ideal L8 and Ideal L7; and 69,800 yuan for Ideal L6.
According to the fourth quarter delivery guidance previously released by Ideal Auto, Ideal Auto expects sales in the fourth quarter to be 160,000-170,000 vehicles. Combined with the vehicles delivered in the first three quarters, Ideal Auto's overall sales this year will reach 500,000-510,000 vehicles.
In the new energy track, Ideal's "family car" label is deeply rooted in the hearts of the people. Whether it is the luxury configuration or the ultra-long range brought by the extended range, it makes consumers feel it is worth it. This limited-time 3-year 0 interest policy is a precise attack by Ideal Auto on the mid-to-high-end market. The purpose is very clear: not only to increase sales, but also to stir up the luxury market and attract more loyal users.
Continue to find incremental growth in the high-end market
In the first half of the year, Ideal Auto encountered challenges far exceeding other brands in the same period, and its share in the most valued 200,000+ market was lower than 16% at the end of last year. However, Ideal Auto, which has always been sensitive to the high-end market, quickly found a new incremental point, namely the increase in volume of L6 and the development of intelligent driving. Thanks to the rapid strategic adjustment, Ideal Auto's market share rebounded to 17.3% in the third quarter.
At the same time, driven by a number of popular products, in the third quarter of 2024, Ideal Auto not only surpassed Audi and BMW in the price segment above 200,000 yuan, but also delivered 441,995 vehicles in the first 11 months, surpassing the full-year sales in 2023, and completed the delivery of one million vehicles on October 18, becoming the first Chinese new power car company to achieve one million sales.
However, as time came to the end of the year, the market entered the off-season for sales, and Ideal Auto also entered the product gap period. To ensure the upward trend of sales, and to wait steadily until the pure electric model takes over in 2025, it must show more sincerity.
Ideal Auto also stated that with the release of the limited-time 3-year 0 interest policy, stores across the country have also opened a parking space to parking space test drive experience, and users can go to the store to experience truly seamless intelligent driving throughout the entire process.
The general offensive against BBA has already started
In order to stay on the table of the final game of the luxury car market and shake the three mountains of BBA, Ideal Auto has made great efforts in deeply understanding user needs and carefully creating products.
This focus on family user needs not only allows Ideal Auto to create safer, more comfortable, more convenient and more refined products for family users through continuous product innovation and technology research and development, but also allows it to win the hearts of consumers with affordable prices and luxurious configurations.
From the first product, the Ideal ONE, which redefines the family SUV, to the Ideal L9, a six-seat flagship SUV for the family; the Ideal L8, a six-seat luxury SUV for the family; the Ideal L7, a five-seat flagship SUV for the family, and the Ideal L6, a five-seat luxury SUV for the family, a series of products have become the first choice for Chinese family users in their respective market segments, which is the best proof of this.
Of course, excellent products cannot be separated from the support of technology. While focusing on user value, Ideal Auto has not neglected the research and development of core technologies. Ideal Auto said that since 2023, it has invested an average of 100 million yuan in technology research and development every three days, and has established leading technological advantages in the fields of intelligent driving, intelligent space, intelligent electric, and intelligent industry, providing a solid foundation for the high-quality development of the company and promoting market changes.
Taking intelligent driving as an example, Ideal Auto is one of the companies with the fastest OTA upgrades among smart electric vehicle companies. In the first half of 2024 alone, Ideal Auto's intelligent driving has pushed four OTA upgrades, adding or optimizing more than 100 functions such as AEB collision avoidance performance, smart parking, high-speed NOA, and new urban LCC.
At the same time, in July this year, Ideal Auto also fully pushed map-free NOA (automatic assisted navigation driving), which can be used on navigable urban roads across the country. The end-to-end + VLM intelligent driving technology architecture started internal testing for thousands of people at the end of July, and has been pushed to all AD Max users since October 23. As a result, Ideal Auto's intelligent driving has entered the era of AI large models, providing more and more users with a safer and more convenient driving experience.
In addition, Ideal Auto has also built its own laboratory to achieve in-depth self-research and continuously create value for users. As of September 2024, Ideal Auto has established a total of 89 R&D laboratories in Beijing, Shanghai and Changzhou, realizing full-link development and verification capabilities including material level, component level, system level and vehicle level.
It can be said that with the continuous increase in sales, continuous breakthroughs in core technologies, and continuous upgrading and iteration of intelligent technologies, Ideal Auto has quietly gained the upper hand in this war without gunpowder.
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